Academic program planning is a cornerstone of effective strategic enrollment management. To ensure long-term growth and relevance, institutions must align their academic offerings with both student interests and regional workforce needs. This case study explores how one public, four-year university in the South moved beyond assumptions to make confident, data-informed decisions about its academic portfolio.
The Challenge
Like many universities, this institution faced the task of deciding where to invest its resources. Their goal was to develop and market academic programs that would not only attract a strong pool of prospective students but also lead to successful careers within their region. They needed to move past traditional methods and connect their enrollment goals directly to a comprehensive academic strategy backed by concrete evidence.
Our Approach
To address these challenges, the university partnered with RNL to conduct a comprehensive Academic Program Demand Study as part of a larger strategic enrollment planning initiative. This research was designed to provide a clear picture of the market and inform the college’s strategic decisions. The research was structured around a series of key questions:
- Which programs are in the highest overall market demand, and which are specifically in highest demand at our university?
- What is the relative market demand for our existing programs?
- How do the preferences of the general market differ from those who are more interested in our university?
- What are our top-level market perceptions and potential differentiators?
The Impact
This data directly informed the creation and launch of new academic programs that met both student and labor market needs. By reshaping the academic portfolio, the university was able to strengthen existing programs through strategic investments in areas with opportunities to gain greater market share and diversifying curricular offerings to communicate the university’s defining characteristics that most resonated with prospective students.
In addition to the establishment of new academic offerings, the university gained deeper understanding of student preferences for modality and the difference between undergraduate and graduate students in seeking online learning opportunities. With the insights gained through the prospective student survey, the university was able to reimagine online programs to create expanded distance-based learning opportunities at the graduate level while meeting undergraduate student preferences of greater in-person experiences.
Ready to address your institution’s unique market challenges?
Partner with RNL to get a clear picture of your market, align your programs with student demand, and develop a data-informed strategy for success. Schedule a call today to learn how RNL can help you grow enrollment in a competitive market.
Discover how RNL’s Academic Program Demand Analysis can provide the research-backed data and the confidence you need to make informed, strategic decisions for your institution’s future.